TikTok FIFA partnership

Photo Credit: TikTok

TikTok is taking its livestream game to the next level under a partnership with FIFA, which has confirmed the app as its “first-ever preferred platform” ahead of the 2026 World Cup.

Building on a 2023 Women’s World Cup tie-up, the new pact was just recently announced by TikTok and FIFA. Expected to run until this year’s end, the fresher of the agreements rather unsurprisingly centers on the World Cup, scheduled to occur between June 11th and July 19th.

In TikTok’s own words, a World Cup immersive hub will house behind-the-scenes footage, ticketing information, and “participation incentives” including custom filters.

As many will recognize, the described elements resemble those associated with previous TikTok promotional partnerships, including music-world initiatives involving Taylor Swift and an array of others.

More interestingly, though, the app and the governing body also intend to leverage the reach of “a select group of global TikTok creators.”

These individuals will benefit from “game-changing access” to press conferences, training sessions, and different happenings – presumably taking home nice paychecks for their efforts and, at least in theory, bringing the tournament to heretofore untapped audiences.

Back to the initially highlighted livestream angle, World Cup “media partners” will have the chance to stream “parts of matches” and “post more curated clips,” according to TikTok, which has brought on a number of sales and brand-partnerships execs to kick off 2026.

And on the other side of that coin, with monetization and authorized access front of mind, TikTok plans to “implement anti-piracy policies that support and protect FIFA’s intellectual property.”

In the bigger picture, the TikTok-FIFA union represents the latest in a line of livestream expansions for the app; that, in turn, means heightened competition for the likes of YouTube, Amazon Music, and Apple Music.

Admittedly, the FIFA deal falls a bit outside the music space. (Andrea Bocelli, Village People, and Robbie Williams did perform at the Final Draw last month, however.) But it’s significant from the perspective of TikTok’s expanding livestream presence, including 2025’s Ed Sheeran album event, multiple Tomorrowland streams, and, in December, a Mariah Carey concert.

Meanwhile, YouTube remains the streaming home of Coachella, Apple Music last year offered a Doja Cat album-release livestream, and Amazon Music, on top of providing virtual access to Stagecoach, booked sets from Miguel and others.

Besides affording fans plenty of viewing options, this volume-heavy landscape isn’t exactly a positive for competitors such as Live Nation’s Veeps, which charges $19.99 per month for access to its content.